2020 was an extremely isolating year for many, and an unprecedented challenge for small businesses. As we maintained distance, even more commerce was shifted to online retailers, leaving brick-and-mortar stores scrambling to adapt.
Restaurants got creative with outdoor seating and modified their menus to accommodate fewer staff and increased demand for takeout. Bookstores and hobby shops set up online ordering and ice cream shops spent the summer bringing orders out to the sidewalk.
While the upside of increased vaccination and a return to something resembling “normal” may be that fewer people will be utilizing e-commerce than at the height of the pandemic, it’s still important to put your best foot forward online as life emerges from lockdown. The majority of new customers will find you online, even if they don’t purchase until they’re standing in your store.
The arrival of spring and summer coinciding with the vaccine rollout will mean consumers have more energy and resources that might be spent at your business. But first, they will likely search for what they want online. That’s where a brand refresh comes in.
Here are some ways to refresh your brand post-pandemic. Reimagining your copy can help you emerge from the pandemic, dust yourself off, and hit the ground running into summer and beyond.
1. Overhaul your site copy
Re-read all the text on your website and see if it still accurately reflects what you sell and how.
To refresh your website copy, you might consider:
- Adding a statement regarding your company’s response to COVID-19 that includes what has changed, what’s here to stay, how your staff have remained or moved on during the pandemic, and gratitude for your customer base who have supported you through this hard time.
- Referencing how your business handled/is handling the transition from isolation to vaccination in any new job descriptions or listings you may post on your site or elsewhere; potential employees will want to know how your company responded to the crisis.
- Refreshing your mission statement and About page, as this crisis has made people acutely aware of the shortcomings of how things were done in the past, and has changed many people’s lives drastically.
- Making sure you know the popular search terms that you want to lead customers to your site, and that they are included in your copy in a natural way.
When looking over your site copy, make sure it is accurate, complete, and brings to the forefront the feelings you want your customers to associate with your band.
2. Make a new plan
If your life and business have been turned upside down by the pandemic, maybe it’s time to take stock of what’s working and what’s not, and use your creativity and what you’ve learned over the past year to devise a new business plan or organizational documents. If you are looking for investors or support for a new or restructured business, these documents are a crucial tool in securing support. If your management, values, or organizational structure have changed, now is a great time to reimagine the guiding principles and pillars of your business.
3. Feature testimonials
Adding a page to your website or making a point to feature testimonials and case studies (written, data-driven success stories) on your social media channels is a great way to build trust and let customers know that you’re still here, and as good as ever at what you do.
Mine your Google Business reviews, Yelp reviews, or personal conversations for strong quotes speaking to the quality of your service. Ask to interview a client about how your service or products have helped them succeed.
4. Update your email list
If you have an email list of supporters that haven’t heard from you in a while, now’s a great time to pop into their inbox to remind them what they signed up for! Email addresses are a precious commodity, and if someone gives you theirs, it means they care about staying updated on what you’re doing.
Update your subscribers on what’s new, what’s changed, and when they can see you again. Don’t be afraid to get a little personal. Humanity sells, and reminding people that there’s a person behind the brand will encourage them to support your next chapter, post-pandemic.
5. Run a promotion
With decreased foot-traffic to physical stores, and e-commerce booming, you have a lot of competition when it comes to getting people in the door, physical or virtual, of your business. Running a promotion or sale specifically celebrating a change in the direction of “normal” creates content for your social media channels, and takes advantage of consumer’s excitement as restrictions begin to lift.
Consider featuring new products, services or menu items born of the pandemic that you intend to keep around,
6. Generate new blog content
If your site has a blog already, a good post to write may be one about what you’ve learned or what has changed about your business during COVID. Make it clear what changes are permanent and which were temporary but valuable learning experiences.
If your site doesn’t have a blog, this content may be better as a social post, or integrated into your introductory pages. A singular post floating on a Blog page makes the blog look like an afterthought rather than a valuable resource for clients. Consider adding a blog if you think your customers may be interested in reading ongoing content. Blogs help cement your expertise, give customers a feeling of being well-informed when they choose to purchase from your business, and generate content to share on social media.
If you’ve been feeling a lack of clarity around your brand, this transitional time in many industries is a perfect opportunity to establish yourself as a forward-thinking expert in your field, and attract new customers with a brand refresh, starting with a copywriting overhaul.
Let’s come out the other side of this unprecedented time stronger and better together. If you need help with copywriting for your website, social channels, promotional materials, or business documents, contact me for a creative briefing and an itemized quote. I can’t wait to work with you.